2021 brought unprecedented consolidation across ad tech. But there’s one particularly striking mini trend that’s emerging: Gaming studios are merging with ad tech platforms, writes Mike Peralta, VP and GM of Marketing Solutions, a division of T-Mobile USA.
It’s become a familiar tale over the years: a major telco makes a big investment in ad tech followed by buyer’s remorse. AT&T and Verizon offloaded their respective ad tech stacks, Singtel is reportedly looking to divest Amobee and Telenor sold Tapad. But T-Mobile is defying the trend. On Monday, T-Mobile Marketing Solutions, its ad […]
The “un-carrier” is getting into programmatic. T-Mobile has hired ad tech vet Mike Peralta, former CEO of AudienceScience, EVP at Criteo and CRO of Future, as VP of Marketing Solutions, an ad tech and analytics business unit that uses the company’s first-party mobile data. “Everyone’s watched what’s going on with AT&T and Verizon,” Peralta said, […]
